By the time you are reading this column, you will surely have found out everything that happened with the release of Shakira’s new single and the viral phenomenon it represented.
Anyway, here’s the context: A few days ago a collaboration between the producer Bizarrap and Shakira was released. The song’s premiere accounted for more than 50 million views in just 24 hours. It now has more than 70 million and the number continues to rise.
The song has become a viral phenomenon that has been trending in recent days. It has been the reason for memes, semantic analysis, threads, tiktoks, memes, more analysis of the references in the letters, memes and, as if this were not enough, a sea of brands that have jumped on the trend with posts on their networks. social.
At least at this point, surely you have seen some of the brands that have made some reference to the trend of the moment. I’m remembering, but I don’t remember in recent months -perhaps years- any trend on the internet where so many brands were uploaded, nor did it have so much conversation generated by users.
Nor is it for less, in the end, it represents the maxim of “storytelling”: stories sell. And what the song sells us is the story of Shakira’s breakup with Piqué and everything that goes behind it. In a few words: we are taking a look at the privacy of the two celebrities: a story of infidelity and details that we found out through the songs that Shakira has published. This is the story across the board and it has clearly been ultra-viral.
Now, the reaction of the brands was not long in coming. They all seek to get on the trend to gain reach, notoriety, fans and to talk about them, of course; however, there is a plot within the creation of content that has to do with trends: you do not have to “force” yourself.
This is the main mistake of brands: wanting to force it. To think that it is de facto necessary to get on and make some “joke” related to what everyone is talking about. And, above all, do it if your brand has no relationship with what is being talked about.
I’ve seen more bad execution than good content. On a SMB scale, I saw a beauty office post something like: “Become their favorite Rolex” while posting photos of a cosmetic-surgical procedure. In this particular case, as well as many others, the mistake lies precisely in thinking that with a post like this we can sell or go viral.
The golden rule for this type of content is to see how much the trend has to do with the theme of my brand. Furthermore, if the trend speaks of my brand, then you must make content. For example, Casio, the watch brand, made a post on Twitter that as of today has over 2.7M organic impressions. [Comparto el Tuit para que lo veas: https://twitter.com/CASIOedu/status/1613443991449526274?s=20&t=jE9I2DnXy-4Z5aTpFEqCFw]. In reality, the brand does not do some highly creative execution, it is something very simple but which immediately connects with the audience because a song -the trend- makes a metaphor with its watches.
When it happens that the conversation revolves around or talks about your brand you must take advantage of it, yes or yes to the million. But this is the most complicated thing to happen. The second point to evaluate is the topic being discussed: if it is related to your brand or business, go ahead. It is easier to upload without being forced and the results will be much higher than if you try to make content from a seafood restaurant or a bookstore, for example. Although this point is not restrictive, if we have a good idea, a good copy, a good creative we can ring the bell and you will generate engagement from another planet.
Trends will always be there and it is one of the main challenges of making content because you have to react very quickly. If you get on very late, you will not have an impact either than if you are one of the first to do something.
My favorite content post is that of Casio because they knew how to take advantage of it very well, I would give that one the award for “best reaction and trending content”, but there were many brands that were uploaded, tell me which one was your favorite.
We read next week.